.JAMESON CASKMATES. - ‘Live Hops Mural Series’

.THE CHALLENGE.

Spark Foundry & Kinetic were planning the launch marketing phases of Jameson Caskmates IPA. Headcase were enlisted to design and activate some unique experiential or OOH. The 2 x briefs also called for the creation of content output from the activity to be created and shared via publisher partners Lovin Dublin’.

.THE RESPONSE.

Headcase, in partnership with OffGrid Media and Kinetic - proposed two bursts of uniquely engaging murals and supporting content. The first campaign (launch phase) employed a ‘tease & reveal’ tactic which generated intrigue and talkability - and was inspired by the caskmates cop line ‘THE NEXT GREAT iPA IS… A WHISKEY’. The second campaign mural series focussed on the unique TASTE proposition, and our original mural designs employed textures and living hops into the artwork. Short, snappy video edits were shot with both the target market, and punisher channels in mind. The campaigns both delivered significant praise and recall from the target market.